Loading...
Please wait, while we are loading the content...
Similar Documents
The Effect of Airline Sale Promotion Types on Consumers’ Attitudes Toward Brand and Purchase Intentions
| Content Provider | Scilit |
|---|---|
| Author | Kurniawati, M. |
| Copyright Year | 2018 |
| Description | The airline business is facing an increasing level of competition. In order to increase their sales volumes, marketers use sales promotions. Direct premium is one of the sales promotion techniques which can be categorized into two types; fit and non-fit direct premium. A direct premium will create positive attitudes toward the brand which ultimately affects the consumer's purchase intentions. This study investigates the differences in consumers' attitudes toward brands and purchase intention to do with the application of fit and non-fit direct premium, and its impact on consumers' purchase intentions. Using an experimental design approach, this study focuses on hypothesis testing by using one way ANOVA analysis techniques and simple linear regression. The managerial implications and suggestions for future research will then be delivered.This chapter investigates the differences in consumers' attitudes toward brands and purchase intention to do with the application of fit and non-fit direct premium, and its impact on consumers' purchase intentions. A direct premium will create positive attitudes toward the brand which ultimately affects the consumer's purchase intentions. The chapter focuses on hypothesis testing by using one-way Analysis Of Variance techniques and simple linear regression. It analyzes which types of premium-based sales promotion are the most effective at leading consumers to purchase an airline ticket. Sales promotions in the form of premiums can be categorized into two types: direct premiums that are given directly and delayed premiums. The higher the consumer attitude is toward the brand, the higher the purchase intention. A positive attitude toward a particular brand will lead to the consumer repurchasing the brand. Conversely, a negative attitude will prevent the consumer from purchasing. |
| Related Links | https://content.taylorfrancis.com/books/download?dac=C2017-0-61685-1&isbn=9781351241892&format=googlePreviewPdf |
| Ending Page | 220 |
| Page Count | 4 |
| Starting Page | 217 |
| DOI | 10.1201/9781351241892-40 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2018-04-17 |
| Access Restriction | Open |
| Subject Keyword | Book Name: Increasing Management Relevance and Competitiveness Tourism, Leisure, Sport and Hospitality Transportation Attitudes Sales Promotion Purchase Intentions Two Types Direct Premium Categorized Into Two |
| Content Type | Text |
| Resource Type | Chapter |
